Happening nationwide from 18 August to 30 September 2025, the campaign invites both Malaysians and international visitors to experience the country through the vibrant perspective of Muslim-Friendly Tourism and Hospitality( MFTH).

Guided by the principles of Malaysia MADANI, ITM 2025 goes beyond tourism promotion by fostering unity, inclusivity, and shared prosperity through meaningful encounters that celebrate people, culture, and community.

Now in its fourth edition, ITM 2025 serves not only as a celebration but also as a strategic platform to highlight Malaysia’ s offerings, values, and opportunities.

Featuring eight categories ranging from mosque tours and halal travel packages to spa and wellness experiences and retail promotions, the campaign reflects the rich traditions and contemporary lifestyle that define Malaysia. The programme was launched on 26 August 2025 at a grand ceremony held at TGV Suria KLCC.

ITM 2025 comes at a timely moment as Malaysia continues to strengthen its position as a global leader in MFTH. The country recently secured top honours in both the Global Muslim Travel Index( GMTI) 2025 and the State of the Global Islamic Economy( SGIE) 2024 / 25 Report, ranking first as

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ITM 2025 comes at a timely moment as Malaysia continues to strengthen its position as a global leader in MFTH.

the Top Muslim-Friendly Destination( OIC) and for Muslim-Friendly Travel, respectively.

Supported by a robust MFTH ecosystem, ITM 2025 aims to create meaningful experiences that benefit local businesses while showcasing Malaysia’ s vibrant heritage and traditions, further building momentum towards Visit Malaysia 2026( VM2026).

ATTRACTING SOUTHEAST ASIAN TRAVELLERS

ITM 2025 coincides with Malaysia’ s Chairmanship of ASEAN, making it a timely platform to promote inclusive and Muslim friendly regional tourism. Tourism Malaysia reports that three ASEAN member countries were among the top contributors of international arrivals to Malaysia between January and April 2025:

• Singapore, with 6,526,262 visitors, representing 28.5 per cent growth compared to the same period last year

• Indonesia, with 1,466,923 visitors, an increase of 11.6 per cent

• Thailand with 833,610 visitors, a rise of 3.4 per cent

These figures highlight the strong potential to draw more Southeast Asian travellers to ITM 2025. From the perspective of the Islamic Tourism Centre( ITC), this combination of regional leadership and increasing visitor arrivals is expected to make this year’ s edition especially significant, further strengthening Malaysia’ s position as a leading Muslim friendly tourism hub in Southeast Asia. – RnR

THE ITM TIKTOK CHALLENGE

A favourite highlight of Islamic Tourism Month( ITM) is making its return. The ITM TikTok Challenge once again invites content creators to Visit, Video and Viral by sharing their unique experiences at ITM strategic partner venues.

By posting videos with the hashtag # ExperienceITM2025, participants stand the chance to win prizes worth more than RM50,000, including an unforgettable holiday to Xi’ an, China, and an exclusive sailing experience with Aroya Cruises. The challenge is fun, inclusive and celebrates genuine discovery, staying true to ITM’ s spirit since its introduction in 2022. – RnR